INTRODUCTION

Marketing is the process of identifying consumer needs and preference, developing Suitable
products, fixing the prices, physical distribution sales promotion advertisement etc. Today,
Marketing is not considered as a mere physical process or set or activities connected with
exchange of goods and services. It represents a distinct philosophy of business that has
emerged over the recent years. According to this view "the purpose of a business to create a
customer”.

The first dairy co-operative society started in Denmark in the year 1882. Co-operative
dairying occupies a prominent pace on the cooperative system of Denmark. A co-operative
dairy consist of a number of milk producers associated to process and dispose Dairy is also
an additional source of income to the farmers . The small farmers can specially benefit
from this industry.

Table 1.1
Table showing the over view of MILMA

Kerala Cooperative Milk Marketing Federation (KCMMF)

Type Cooperative

Industry Diary

Founded 1980

Head quarters Thiruvananthapuram

Revenue Rs 705.95 lacks INR

Products Milk products & cattle feeds

Employees 32000

Web site www.Milma.com

1
STATEMENT OF PROBLEM

Milma is a cooperative organisation owned by the farmers of Kerala and built on

AnanthPattern of Gujarath. ln Kerala the dairy farmers give milks to the cooperative societies
which collect the milk for Kerala cooperative milk marketing Federation Ltd. They market
this collected milk in the brand name of Milma. The dairy industry in India is not free from
problems. The per capital availability of milk is around 246 grams per day, as against the
world average of 285 grams also, only 40% of the human products, which is also rather
low .A major part of the milk production is treated through unorganized vendors. Only about
15-16% of the total milk get in to the organized marketing channels. The farmers face various
difficulties in dairy farming and the society face the problem of proper marketing of
Milma difficulties. This sector also faces a lot of problem like insufficient process, heavy
lost in dairying, huge losses due to death of cattle etc.In such scenario, the research has
attempted to study these problems and end out such solutions

OBJECTIVES OF THE STUDY

 To evaluate the marketing techniques of Nilambur Milma society.

 To analyze the customer perception of Milma products.
 To understand the present marketing channels of Milma products with special
reference to Nilambur.
 To know the attitude of customers towards Milma products.

SIGNIFICANCE OF THE STUDY

Today India occupies first position in milk production in the world surpassing us with 50
million tons annually. Now India‟s contribution to milk production of world is 14%. At the
end of third of the five year plan there were more than 9000 supply society‟s and 126.

Milk supply unions Now in India, there are more than 9700 milk Co.operatives societies in
264 district and their sector growth and the end of 6.5 per annum. In India diary development
is witnessing the most successful development programmes.

2
There is abundant supply of milk and this has to be utilized in a better way. Diary
development providing a lot of employment opportunities in our country and this sector also
faces a lot of problems like insufficient process , heavy lost in dairing , huge losses due to
death cattle etc…Milk and milk products have good opportunities in both domestic and
international market.

RESEARCH METHODOLOGY

SOURCES OF DATA

The research methodology adopted here carry out the study is mainly designed as an
empirical work based on both secondary data primary data obtained through pre-tested
questionnaire, direct personal interviews of selected persons.

SECONDARY DATA

This study made use of the secondary data from various sources like

 Text books
 Magazines
 Internet
 Company profile

PRIMARY DATA

The study is mainly based on primary data, the primary data for the study is collected from 60
customers,pre-tested questionnaire and direct interview. The primary data has mainly used
for evaluating the customer‟s perception of Milma products on various attributes.

SAMPLING SIZE

The study is conducted on the products of Nilambur ksheerolpadhaka sahakarana

sangham. The marketing techniques of their products is analyzed through 60 customers.
So the sample size here is 60.

3
TOOLS USED FOR THE ANALYSIS

The study is carry out as a descriptive one, A total of so samples are selected, giving due
consideration to age, sex, occupation, income, qualification and residential area etc. To
analyze the primary data, the study itself used the major mathematical and statistical tools.

 Chi square test

TOOLS USED FOR DATA PRESENTATION

 Tables
 Bar diagram
 Pie diagram

HYPOTHESIS

Null Hypothesis (H0)

There is no significant difference in satisfaction level with respect to gender

PERIOD OF THE STUDY

This study was conducted during the period of 3 weeks.

LIMITATION OF THE STUDY

 The main limitation of the study was time factor.

 The study is mainly based on primary sources of data and secondary source was also
used. All limitations of using the primary data and secondary data are also applicable
here.
 The total number of customers included in the study is limiting to 60.
 The research inadequacy of experience also might have influenced the study to an extent.
 Attitude of the respondents is also a limitation

4
CHAPTER PLAN

The project is logically divided and presented in 5 chapters.

 The 1st chapter is an introduction, which deals with a board outline of the study. It
contains introduction, statement of the problem, objectives of the study, significance
of the study,, tools used for analysis, limitation and chapter plan.
 The 2nd chapter provides the Review of literature and a brief theory about marketing
techniques.
 The 3rd chapter provides a view on Nilambur ksheerolpadhaka sahakarana sangham
and the profile of the product.
 The 4th chapter deals with data analysis and interpretation.
 The 5th chapter contains summery, findings, suggestions and conclusions.

5
REVIEW OF LITERATURE

EMPLOYEE SATISFACTION REGARDING LABOUR WELFARE MEASURES IN

MILMA

(MARIA JOHNSON)

This study was conducted by Maria Johson on the topic employees satisfaction regarding the
labour welfare measures in Milma. It reveals that majority of the employees of Ernakulam
diary are satisfied with the working conditions , fringe benefits ,allowances , safety
measures , first -aid services , training provided , rest hours , lighting facilities , canteen
facilities , festival advance , cleanliness and the working of the employee union . The major
area in which the employee are dissatisfied is in medical allowances , educational
facilities for their children , counseling process and rest room for women workers.

CONSUMER SATISFATION OF MILK AND MILK PRODUCTS OF MILMA(Jayson

Rassalam)

For retaining potential consumers of MILMA it is necessary to identify those factors which
motivate consumers in purchase of MILMA products. From the study made it is found that
quality and brand images are important aspects which motivate consumers to buy
MILMA products. The easy availability of MILMA products is an added advantage. More
consumer awareness can be created through print and visual media . And to retain the
potential consumers, their changing needs and preferences should be able to supply
commodities according expectations of the consumers.

A STUDY OF KERALA MILK MARKETING FEDERATION ANDMILK AND

MILK PRODUCTS MARKET IN KERALA (LAKSHMANAN PARAYIL
PARAMBATH)

ln this study, the term „competitive advantage‟ was taken to measure the competitiveness
of MRCMPU. lt is a case study as the study is being confined only to MRCMPU Ltd. The
study covered the three dairies of MRCMPU Kannur , Kozhikode and Palakkad. The survey
of retailers, consumers of Milma brand of milk users of Mlilma brand was also conducted.
Models were and developed to analyse efficiency of operations of MRCMPU. More over
„SWOT‟ Analysis was done to identify strengths, weaknesses, opportunities and threats of
MRCMPU.

6
Sharath Joseph(2016),Customer satisfaction and trust are two important factors which
influence any market. In this modern age it is very difficult to find a customer who is loyal to
a single brand. But still there exist some cooperative companies which can create undivided
demand in the market creating a natural monopoly. It is mainly because of the trust the
customers put into it. The main objective of this project is to study the performance of
MILMA in terms of its market share, satisfaction level of customers and dealers, customer
loyalty, awareness of customers about the homogenisation technique and to determine the
factors affecting the market share of MILMA. Research methodology employed is Statistical
Research and Qualitative Research. Data‟s were collected from both primary and secondary
sources. Questionnaire Method is used to collect data‟s from customers as well as dealers.
Analysing the data collected, it is understood that MILMA have developed a fairly good
demand, but being the only cooperative society in Kerala it should have been in a better
position than it is in now. The main reasons for this situation are found to be unawareness
among people about the homogenisation process to make fat content same, low commission
rate for the dealers, and the problem of leakage. If proper measures are taken to ensure proper
packaging without leakage and proper commission for the dealers, more dealers could be
attracted. Customers should be educated about the homogenisation technique.

LAKSHMANAN PARAYIL PARAMBATH (2010), The Kerala Co-operative Milk

Marketing Federation Ltd (KCMMF) is the apex body of the dairy co-operatives in
Kerala. Following the Anand pattern, it has a three tier structure consisting of the primary
dairy co-operative societies at village level (Anand pattern co operative societies
(APCOS), three regional Unions such as Thiruvanantapuram Regional Co-operative Milk
Producers Union (TRCMPU), Ernakulam and Regional Co-operative Milk Producers
Union (ERCMPU) and Malabar Regional Co-operative Milk Producers Union
(MRCMPU). The Federation controls and co-ordinates the activities of both the regional
Unions and the APCOS. This study analysed the competitiveness of the MRCMPU with a
view to recommend measures to improve its competitiveness

7
MARKET

The term market has more than one meaning in the ordinary language its refers to gathering
of people for purchase and sale of goods and services.

lt refers to a place where those who have something to sell can meet those who want things
to buy. ln economic sense, lt does not refer to any particular place where goods are bought
and sold, but the whole of any region in which buyers and sellers are such free intercourse
with one another that the prices of the same goods tend to equality easily and quickly.

DEFINITION

According to Philip Kotler, "A market is an area for potential exchanges that is a group of
buyers and sellers interested in negotiating the terms of purchase and sale of goods and
services. The negotiating work may be conducted face to face at a certain place or may be
done through other means of communication, such as mail, phone, and cable or through
business middlemen"

MARKETING

Marketing is a vital function of any business. An enterprise in which marketing is absent or

marketing is incidental is not a business. The origin of marketing can be traced to the oldest
use of the exchange system, ie, the barter era.

Marketing is the process of identifying consumer needs and preference, developing Suitable
products, fixing the prices, physical distribution sales promotion advertisement etc. Today,
Marketing is not considered as a mere physical process or set or activities connected with
exchange of goods and services. lt represents a distinct philosophy of business that has
emerged over the recent years. According to this view "the purpose of a business to create a
customer"

8
DEFINITION

Philip Kotler and Gary Armstrong define marketing as “a social and managerial process by
which individuals and groups obtain what they need and want through creating and
exchanging products and value with others” Subsequently the marketing company era
commenced and integrated consumer research and analyse in to marketing concepts,
marketing philosophy, customer service, customer satisfaction and relationship marketing.
The marketing concept, became a consumer oriented, market driven, value based, Goal
oriented and integrated philosophy for a company.

Consumer
oriented
Value based
Goal oriented philosophy

Marketing
concept
Integrated
Market drive
marketing focus
appproch

The above five elements of the marketing concept are very important for the success of
any business organization.

A consumer techniques means, caring for consumer satisfaction and goal-techniques aims at
achieving company goal .A market-driven approach means being aware of the structure of the
market place and the value based philosophy means offering goods and service for
customer satisfaction.

9
MARKETING MANAGEMENT

Marketing management represent marketing concepts in actions. ln other words, lt refers to

the pre-planned demand management under customer – oriented marketing philosophy.
Marketing management looks after the total marketing system of the business enterprise.lt
involves planning, implementation and controlling of marketing programs or campaigns
include in the process of marketing.

Philip Kotler and Gary Armstrong define “marketing management is the analysis, planning
implementation an control programs designed to create, build and maintain beneficial
exchange with target buyers the purpose of achieving organisational objectives.

EVOLUTION OF THE CONCEPT MARKETING

Before going in detail to the modem concept of marketing, lt is essentially to have a look at
the evolutionary stages through which modem marketing has passed.

MARKET TECHNIQUES

Market techniques is an organisational culture dedicated to delivering superior customer

value A market oriented culture is manifested in the activities and process of the firm. The
root oriented activities and processes of firms are organisation wide generation of
intelligence pertaining to customer and competitors and action taken on the basis of the
intelligence. Subsequently, the marketing definition of market techniques consist of Six
theoretical district components. The six theoretical components, from two symmetric and
more general components, customer techniques and competitive techniques.

Market techniques is the organisational culture that most effectively and efficiently create
the necessary behaviors or the creation of superior value for buyers and these continuous
superior performance for the business. Marketing techniques consist of three behavioral
component (Customer techniques, Competitors and inter function and two decision criteria
long term focus and probability.)

Customer techniques is the significant and standing of one‟s target buyers to be able to create
superior value for them continuously. It requires that the seller know the buyers entire value
chain. Competitors means that the seller understand the short term strength and weakness
and long term capabilities and strategies of both the key current and key potential competitors
lnternational techniques is the coordinated utilisation of company resource in creating

10
superior value for target customer at any and all points in the buyers value chain. Long term
focus in relation to profit and in implementing each of the three behavioral components in
required tobe market oriented. Probability means that the creation of economics wealth is an
overriding objective in market techniques.

DEFINITION

Market techniques is defined as the organisation - wide generation of market intelligence

performing to current and future needs of customer and discrimination of intelligence within
the organisation and responsiveness to it.

PRODUCT TECHNIQUES

The product techniques is the most tangible and important single components of the
marketing programme. The product policy and strategy is the comer stone of a marketing
mix. Product decisions are taken first by the marketers and these decision are central to all
other marketing decision such as price promotion and distribution Product is vehicle by
which a company provides consumer satisfaction. Product is the engine that pulls the result of
the marketing programmes. The product concept has three dimensions.

 Managerial Dimension
 Consumer Dimensions
 Societal Dimensions
 Managerial Dimensions - covers the core specification or physical attributes, related
service brand, package , product life cycle and product planning and development
 Consumer dimensions - people buy things not only for what they can do but also for
what they mean. A product conveys a message indicating a bundle of expectation
to a buyers consumer perception of a product is critical to its success or failure.
 Social Dimension - Marketers have to fulfill the following social responsibilities
while offering the product to consumer
 Conservation and the best use of natural resources.
 Safety to users
 Long, run satisfaction to consumers.
 Quality of life, concern for better environment.
 Eco marked products would be environment friendly

11
DEFINITION

The product may be goods, services, a goods plus services or just an idea.The product is the
bundle of all kinds of satisfaction of both material and non materials kinds, ranging from
economic utilities to satisfaction of a social psychological nature.

PRICE TECHNIQUES

Pricing becomes a vital decision area on account of many other factors, besides its crucial
role bringing revenues and profits to the business. It is essentially that we get a full picture of
the significance of pricing before we proceed with a discussion of the various issues relating
to pricing. We know that companies can resort two broad strategy routes – the price route and
non-price route. While non-price factor have, no doubt, acquired increasing importance in
marketing over the years, price has not lost its significance. Even when a product or a brand
is kept out of price competition through product differentiation and other strategic, the pricing
decision still remain crucial. For on the decision relating to the price depend the sales volume
and profits of firm even in the context of such strategies.

Pricing today is perhaps the most important item for a product and every mangement
has to face it. A firm may choose its pricing objective from any of the following

 Maximum current profits and return on investment

 exploits cooperative market
 Balance price other product line

DEFINITION

Kotler and Armstrong define price as „Price is the amount of money charged for a product or
service' Broadly, Price is the sum of values that consumers exchange for the benefits of
having or using the product or services.

The following are the important steps for fixing price

 Collecting information
 Estimating sales turn over and profits
 Assessment about competitors reactions
 Studying internal factors.
 Deciding the price policy and strategy.

12
  Deciding the price.
 Installing feed back

CUSTOMER TECHNIQUES

Over 35 years ago, Peter F Drucker observed that a company's first task is „to react
customer‟. But today's customer face a vast array of product and brand choices, prices and
suppliers. Customer satisfaction is a person‟s feeling of pleasure or disappointment resulting
from comparing a product's expectation. For customer centered companies, customer
satisfaction is both a goal and a marketing tool. Companies that achieve high customer
satisfaction rating make sure that their target market knows it. Customer satisfaction is
something very important in marketing. Marketers must always aim total customer
satisfaction. Even a satisfied customer may switch brand when a better marketing offer
comes. Hence, high customer satisfaction should be the aim of the marketer.

The following factors are affected by customers in buying decision.

 Cultural factors
 Social factor
 Personal factors
 Psychological factors

Following are the important stages throughout which consumer passes. While making buying
decisions

 Need to recognition
 Information research
 Evaluation of alternatives
 Purchase decision
 Post purchase behavior

PHYSICAL DISTRIBUTION

Distribution refers to the activities involved in the physical transfer of goods from the
manufacture to ultimate consumers. ln marketing, channels of distribution indicate routes or
pathways through which goods and services flow or make from manufactures to consume. The

13
channel includes manufacture, ultimate consumer as well as the intermediaries, there
components are linked in the channel system by one or more of the marketing flows, such as
transfer of title or ownership, physical movement of the merchandise, transmission of
marketing information and the flow of money in the form of payment of prices and other dues.

For consumer goods market, distribution channel have a distinctive role in the successful
implementation of marketing plans and strategies. These channels perform the following
marketing functions.

 The searching out of buyers and sellers

 Matching goods to the requirements of the market
 Implementing pricing strategies, that would be acceptable to the buyers and
 Ensure effective distribution.
 Offering pre and after sales service to customers
 Offering credit to retailers and customers.

PROMOTIONAL TECHNIQUES

Promotion is a f form of communication with an additional element of persuasion to accept

ideas, products, services and hence persuasive communication becomes the heart of
promotion; helps people know that the right product at right time in available at the right
place.

Promotion has following three specific purposes

 It communicates marketing information to users, consumers.
 lt persuades and convinces the buyer and influences his/her behavior to take
the desired action.
 It act as a powerful tools of competition.

14
2.2.9.1 DEFINITION

Promotion is defined as the co-ordinated self-initiated efforts to establish

Channels of distribution and persuasion to facilitates or foster the sales of goods or
services or the acceptance of ideas .All promotional methods try to influence consumer‟s
attitude, beliefs, ways of living or life style values etc. The following are the commonly used
promotional techniques.
 Advertisement
 Publicity
 Personal selling
 Sales promotion
 Direct marketing

15
 COMPANY PROFILE OF MILMA

The Kerala Co-operative Milk Marketing Federation (KCMMF) or Milma started its operation
in 1980 with its head office at Thiruvananthapuram. lt was started under the lndo - Swiss
project. The Project Was launched in 1963 on the basis of a bilateral agreement executed
between the Swiss Confederation and the Government of India. The project has made great
strides in the improvement of livestock farming in the state. One of them is the development
of Swiss Brown, a cross breed suited for the state's conditions. The project is now
managed by the Kerala Livestock Development and Milk Marketing Board . lt main
motive was to implement the Operation Flood programme started by the National Dairy
Development Board (NDDB)in Kerala.

The project impact was so widespread that close to about 83% of the adult cattle of the
state got converted to the new breed - Sunandini-, the milk production increased by over ten
times and the per capita availability of milk increased by over 7times with over a million
families dependent on milk production. The project has succeeded in integrating better
technology and management to the traditional smallholder production system. It also
demonstrated how the high productive, semi stalled cows led to a spontaneous decline in the
total bovine population of the state from34.6 lakh in 1977 to 21.86 lakh in 2003 when the
total bovine population of India went through an upsurge. This contributed immensely to
environmental sustainability. By demonstrating a growth model for productivity enhancement,
the project not only impacted the million small livestock holders in Kerala, but also millions
outside the state.

The project demonstrated revolutionary institutional changes beginning with the Indo Swiss
project of Kerala, an autonomous institution under the government of Kerala to the
Livestock Development and milk Marketing Board and then to the present autonomous
company. The kerala Livestock Development Board with the formidable dairy cooperative
system under the Kerala Cooperative Milk Marketing Federation (MILMA), under the
able guidance of its first managing director Nagarajan IAS, spun off as successful an
independent entity..

16
Kerala„s milk demand / consumption per day is 12 Lakhs liters, whereas total production
Kerala amounts to 9.46 Lakhs liters per day. Thus, Kerala imports round about 2.54 liters per
day of milk from Karnataka, Tamil Nadu and Maharashtra

A Brief History
The name MILMA has been derived from the cumbersome predecessor, Kerala Livestock
Development Board and Milk Marketing Board ( KLD&MMB ).KLD&MMB existed from
1976 to 1981. The name MILMA was coined at the official level by Mr. S. Nagarajan lAS. A
1961 batch lndian Administrative Service (IAS) officer, he took over KLD&MMB as its first
chairman. Milk distribution in Kerala was available at only a few locations in Kerala. The
distribution and sale was handled by the employees of the Board. The consumers hadto
purchase coupon booklets in advance and exchange the coupons in exchange for milk. No
mechanism existed to tally the sale of milk and the coupons received. Mr. Nagarajan bought
about a change in this system by making the consumer pay for milk at the time of purchase
instead of the coupon booklet system. Moreover at that time milk was being sold in bottles and
for the first time in lndia he introduced milk in 1/2 liter sachets. He had a prototype machine
for packaging milk in sachets installed in Thiruvananthapuram. From the public sector he
moved the sale of milk to the private sector. Milk booths permits were issued to private
entities for the sale of milk from MILMA.

Procurement of Milk
First and foremost, Milma provides assured milk market and procures milk from even the
remotest societies. Twice a day our milk collection trucks go to the societies and collect
milk.ln areas which are not accessible by road, other means of collections are employed.

Veterinary Service

Our veterinary services are the most popular component of our input activities The veterinary
wing operates two types of. veteniary routes, regular and emergency Cattle feed Plants:
Balanced cattle feed is the major centralised input provided to the Dairy farmers of the State
from the Federation. There is a high level of acceptability for this product in the market.

17
Training Centre

ln keeping with the ideology of placing the instruments of progress in the hands of the
farmers themselves. An techniques programme is offered to the farmers to equip them
with the basic and the fundamentals of co-operatives, accounting, testing, laws etc. A full-
fledged training Centre is functioning at Trichur.

Co-operative Development Activities

The inherent togetherness brought about by being a part of at Society was seen as a potential
platform for disemination of related information and discussion of various issues that crop up
in the normal village life style. Thus was born the idea of a Co-operative Development Wing
which held activities that saw the village as a whole and the Society a nodal point, ie these
activities went one step ahead by seeing the milk suppliers not merely as a farmer member
but went on to see them as a part of the farbric of the village. The issues dealt with human
health aspects, nutrition aspect, scientific management techniques of dairying and such varied
topic with the help of leading experts in the concerned where discriminated. This is more of a
socially motivating exercise than an image building venture.

Embryo Transfer

ln an effort to bring the results of research into the Held conditions, Embryo Transfer
Technology has been introduced to upgrade cattle wealth. ET was started in 1990 and so far,
had a commendable 48% success rate which is comparable to the national standards.

MALABAR REGIONAL CO-OPERATIVE MILK PRODUCERS UNION (MRCMPU)

Malabar Regional Co-operative Milk Producers‟ Union (MRCMPU) Limited is a Union of

more than 1000 village level dairy co-operative societies located in the six northern
districts of Kerala State in South India and it is owned by the dairy farmers who are
members of each affiliated society and who live in the area of operation of these societies.
The societies function on t he pattern of the societies affiliated to the world famous Anand
Milk Union Ltd. (AMUL) at Anand (Gujarat) India and hence are also known as Anand
Pattern Co-op Societies or „APCOS‟. The area cooperation of MRCMPU Ltd. comprises of
the six revenue districts of north Kerala Kasaragod, Kannur, Wayanad, Kozhikode,
Malappuram and Palakkad. The Union is affiliated to the state level apex body-Kerala Co-

18
operative Milk Marketing Federation Ltd (Operating under the trade name MILMA) along
with its sister unions at Ernakulam and Thiruvananthapuram. The head office of the Union is
located at Peringolam under Kunnamangalam post ofiice near Kozhikode.

OBJECTIVES

The objective of the Union is to carry out activities conducive to the socio-economic
development of the dairy farmers by effectively organizing procurement, processing and
marketing of commodities as per the directions of the Kerala Co-operative Milk Marketing
Federation Ltd. For achieving this objective, the Union lays particular emphasis on carrying
out the following activities on a commercial scale

 The entire volume of milk produced by the farmers is purchased at remunerative

prices even in surplus situations.
 Proper processing and packing of the products are carried out in the dairies owned by
the Union to guarantee product quality to the consumer.
 Proper marketing of milk and dairy products are carried out on a daily basis to
guarantee consumer satisfaction and thus maximize economic returns for the farmer.

FIGURES AT GLANCE

1. Date of starting operation - 15.01.1990

2. No. of Dairy Plants - 5

3. Central Products Dairy - 1

4. No. of Milk Chilling Plants - 4

5. No. of Milk Chilling Centres - 2

6. No. of Procurement and lnput Centres - 9

7. No. of Marketing Depots - 5

8. No. of Human Resource Development Centre - 1

19
INITIAL FUNDING

Since the six districts included in the area of operation of MRCMPU Ltd. were not included
in the Operation Flood Dairy Development Programme of the National Dairy Development
Board of India, initial funding for the project on a part-loan and part-grant basis was provided
by the Government of Switzerland through the Swiss Agency for Development and
Cooperation (SDC).Once the Union attained a financially sound footing, the SDC withdrew
from the scene allowing the organisat-ion to grow and develop independently.

NILAMBUR MILMA SOCIETY

Nilambur Milma selling outlet is established in 2017 all the various Milma products are sold
in the Milma selling outlet in Nilambur. It is situated in the Nilambur. Milma is a
cooperative organisation owned by the farmers of Kerala and built on AnanthPattern of
Gujarath. ln Kerala the dairy farmers give milks to the cooperative societies which collect the
milk for Kerala cooperative milk marketing Federation Ltd. They market this collected milk
in the brand name of Milma. The dairy industry in India is not free from problems.

20
DATA ANALYSIS AND INTERPRETATION

This chapter deals with the analysis and interpretation of the data collected with the help of
interview schedule. The present study intended to analyze customer satisfaction of Milma
products with reference to Nilambur. The data is analyzed and presented in the form of the
table with necessary interpretation along side, percentages are used. This analysis is
supplemented by explanation, tables, ratios, diagrams and graphs. Data is analyzed
elaborately on the basis of usage of products in Nilambur area.

CLASSIFICATION OF RESPONDENTS

TABLE 4.01

No. of
Group Status Percentage
respondents
Male 23 38.33

Gender Female 37 61.67

Total 60 100

17-21 25 41.67
22-30 13 21.67
Age
31-45 13 21.67
45& above 9 15
Govt. employee 10 16.67
Employee 16 26.67
Occupation
Businessmen 6 10
Others 28 46.66
Below SSLC 5 8.33
SSLC 12 20
Educational
Plus Two 26 43.33
qualification
Graduate 17 28.34
Total 60 100

21
 Bellow 5000 13 21.67
5000-10000 10 16.67
10000-20000 10 16.67
Income
20000-30000 16 26.67
30000 & Above 11 18.33
Total 60 100

INTERPRETATION

There are 38.33% of Male users according to my research 61.67% of Female users.
According to the age level classification the data analyzed was the majority of users are in
17-21 age group and after that the majority is in the age group of 22-30 and 31-45 of 21.67%
the least was the group of 45 & above. According to the data collected the occupations of the
respondent most (16.67%) are government employees and 26.67% are employees. While
10% constitutes the businessmen and the balance by others

There are 8.33% respondents below SSLC and 20% having SSLC as their qualification.
43.33% have qualification as plus two and 28.34% have graduation. The data collected about
income level was that the majority are in income level 10000-20000 and followed by 20000-
30000. Only 16.67% getting an income of 5000-10000 and balance 16.67% is getting above
30000.

22
 TABLE 4.02

CUSTOMER SATISFACTION ON QUALITY OF MILMA PRODUCTS

Attributes No:of respondents Percentage

Highly satisfied 41 68.33

Satisfied 7 11.66
Neither/nor satisfied 0 0
Highly dissatisfied 4 6.66
Dissatisfied 8 13.33
Total 60 100

INTERPRETATION

The table shows the customer satisfaction quality of Milma products. As we know that the
Milma produces various products for their customers. lt clearly indicates that 68.33% of
customers are Highly Satisfied of the quality of Milma products, and 11.66% are satisfied.
Only 13.33% are dissatisfied on the quality of Milma products, while 6.66% are highly
dissatisfied.

Chart 4.01 Customer satisfaction on quality of Milma products

68.33
Percentage
70
60
50
40
30 11.66
20 6.66 13.33
10 0
0

Percentage

23
 TABLE 4.03

CUSTOMER PERCEPTION IN SETTING PRICES OF MILMA

Attributes No:of respondents Percentage

Highly satisfied 28 46.67

Satisfied 21 35
Neither/nor satisfied 6 10
Highly dissatisfied 4 6.66
Dissatisfied 1 1.67
Total 60 100

INTERPRETATION

The table presents the picture of customer perception on setting price of Milma. It clearly
indicates that around 46.67% of customers are highly satisfied on the cost of Milma and 35%
are satisfied. 10% stood with nor satisfaction or dissatisfaction The dissatisfaction level is
around 1.67% in which 6.66% are highly dissatisfied of the cost

Chart 4.02 Customer perception on setting prices of Milma

50
46.67
45
40
35
35
30
25 satisfaction level
20
15
10
10
6.66
5
1.67
0
Highly satisfied Satisfied Neither/nor satisfied
Highly dissatisfied Dissatisfied

24
 TABLE NO 4.04
TABLE SHOWING CUSTOMER RESPONSE IN SIGNIFICANT
CHANGES
Attributes No: of respondents Percentage

Highly satisfied 30 50
Satisfied 18 30
Neither/nor satisfied 8 13.33
Highly dissatisfied 3 5
Dissatisfied 1 1.67
Total 60 100

INTERPRETATION

The table shows the customer response in significant changes. The satisfaction level so
received is 50% are highly satisfied with the delivery of bills and 30% of are satisfied.
13.33% stood on no clear opinion. The dissatisfaction level was of 1.67% in and 5% are
highly dissatisfied.

Chart 4.03 customer responds in significant changes

Respond in significants
50
50

40
30
30

20 13.33 Percentage

10 5
1.67
0
Highly Satisfied Neither/nor Highly Dissatisfied
satisfied satisfied dissatisfied

25
 TABLE 4.05

CUSTOMER PREFERENCE TOWARDS MILMA PRODUCTS

Products No :of respondents Percentage

Milk 21 35
Curd 23 38.34
Ghee 5 8.33
Sambharam 5 8.33
Other 6 10
Total 60 100

INTERPRETATION

According to study 35% of customers prefer milk 38% prefers curd 8.33% customers prefers
ghee, while only 8.33% of customers prefers sambaram and 10% prefers other .we can
analyse that in Nilambur area milk is mainly preferred.

Chart 4.04 products which more customers prefer in Nilambur area

CUSTOMER PREFERENCE TOWARDS MILMA PRODUCTS

45
38.34
40 35
35
30
25
20 Percentage
15 10
8.33 8.33
10
5
0
Milk Curd Ghee Sambharam Other

26
 TABLE 4.06

WHICH PRODUCTS WAS MOSTLY USED BY THE CUSTOMERS

Products No :of respondents Percentage

Milk 19 31.67
Curd 17 28.33
Ghee 10 16.67
Sambharam 10 16.67
Other 4 6.66
Total 60 100

INTERPRETATION

According to study 31.67% of customers prefer milk 28.33% prefers curd 16.67% customers
prefers ghee, while only 16.67% of customers prefers sambaram and 10% prefers other .we
can analyse that which products was mostly used by the customers.

Chart 4.05 Which products was mostly used by the customers

Percentage
120

100

80

60
Percentage
40

20

0
Milk Curd Ghee Sambharam Other Total

27
 TABLE 4.07

DISTRIBUTED AVAILABLE PRODUCTS IN THE MARKET

Products No :of respondents Percentage

Milk 35 58.33
Curd 5 8.33
Ghee 7 11.66
Sambharam 8 13.33
Other 5 8.33
Total 60 100

INTERPRETATION

According to study 58.33% of customers prefer milk 8.33% prefers curd 11.66% customers
prefers ghee, while only 13.33% of customers prefers sambaram and 8.33% prefers other .we
can analyse that which products commonly seen the market.

Chart 4.06 Which products commonly seen the market.

DISTRIBUTED AVAILABLE PRODUCTS IN THE MARKET

70
58.33
60

50

40
Percentage
30

20
11.66 13.33
8.33 8.33
10

0
Milk Curd Ghee Sambharam Other

28
 TABLE 4.08

COMMUNICATION OF PRICE CHANGES

Attributes No:of respondents Percentage

Highly satisfied 22 36.67

Satisfied 15 25
Neither/nor satisfied 15 25
Highly dissatisfied 3 5
Dissatisfied 5 8.33
Total 60 100

INTERPRETATION
The communication of price changes of Milma is highly satisfied among 36.67 %of
customers more than that 5% of customers are dissatisfied on the communication facility.
There are 25% customers who don‟t have any opinion. The overall dissatisfaction level is
8.33%. So we can understand that most of the customers are not satisfied with the
communication Milma in price changes.

Chart 4.07 Effectiveness of communication in price changes

EFFECTIVENESS OF COMMUNICATION IN PRICE CHANGES

36.67
40
25
25
20
Percentage
5
8.33
0

Percentage

29
 TABLE 4.09

CUSTOMERS VIEW ON PROMOTIONAL TOOLS

Attributes No: of respondents Percentage

Strongly agree 16 26.67

Agree 23 38.34
Neither/nor agree 13 21.66
Disagree 6 10
Strongly disagree 2 3.33
Total 60 100

INTERPRETATION

The table presents the picture of customer view on promotional tools of Milma.It indicates
that around that 26.67% of customers are strongly agree on the tools of Milma and 38.34%
are agree.21.66%was no opinion.10%was disagree and 3.33% strongly disagreed.

Chart 4.08 customer view on promotional tools

Promotional tools
45

40 38.34

35

30 26.67
25 21.66 Percentage
20

15
10
10

5 3.33

0
Strogly agree Agree Neither/nor agree Disagree Stongly disagree

30
 TABLE 4.10

CUSTOMERS VIEW ON DISTRBUTION CHANNEL

Attributes No: of respondents Percentage

Whole salers 22 36.67

Retailers 10 16.67
Agent 15 25
Producers 3 5
Consumers 10 16.67
Total 60 100

INTERPRETATION

The table presents the picture of customer view on distribution channel of Milma. It clearly
indicates that around 22% of Wholesalers on the tools of Milma and 16.67% are Retailers.
25% Agent with 23.33% was producers and 16.67 are consumers.

Chart 4.09 Customer view on distribution channel

Distribution channel
40 36.67
35

30
25
25

20 16.67 16.67 Percentage

15

10
5
5

31
 TABLE 4.11

CUSTOMERS VIEW ON PROFESSIONAL APPROACH MEETING

NEEDS

Attributes No:of respondents Percentage

Highly satisfied 25 41.67

Satisfied 22 36.67
Neither/nor satisfied 9 15
Highly dissatisfied 1 1.67
Dissatisfied 3 5
Total 60 100

INTERPRETATION

The table presents the picture of customer view in professional approach on meeting needs. It
clearly indicates that around 41.67%of customers are highly satisfied on the tools of Milma
and 36.67% are satisfied.15 stood with no opinion 1.67%was dissatisfied and 5% was highly
dissatisfied.

Chart 4.10 Professional approaches on meeting needs

Professional approch on meeting needs

50
41.67
36.67
40

30 Percentage

20 15

10 5
1.67
0

32
 TABLE 4.12

CUSTOMER PERCEPTION IN PRICE OF MILMA

Attributes No:of respondents Percentage

Highly satisfied 27 45
Satisfied 18 30
Neither/nor satisfied 5 8.33
Highly dissatisfied 5 8.33
Dissatisfied 5 8.33
Total 60 100

INTERPRETATION

The table presents the picture of customer perception on price of products of Milma.It clearly
indicates that around 45% of customers are highly satisfied on the cost of Milma and 30%
are satisfied 8.33% Neither/ nor satisfied. The dissatisfaction level is around 8.33% in which
8.33% are highly dissatisfied on cost.

Chart 4.11 Customers view on price of Milma

Customers view on price of milma

Dissatisfied 8.33

Highly dissatisfied 8.33

Percentage
Neither/nor satisfied 8.33

Satisfied 30

Highly satisfied 45

0 10 20 30 40 50

33
 TABLE 4.13
CUSTOMER PERCEPTION IN AVAILABLITY OF MILMA
PRODUCTS
Attributes No:of respondents Percentage

Highly satisfied 30 50
Satisfied 18 30
Neither/nor satisfied 6 10
Highly dissatisfied 3 5
Dissatisfied 3 5
Total 60 100

INTERPRETATION

The picture below shows the customer respond in availability of Milma products. The
satisfaction level so received is 50% are Highly satisfied with the delivery of bills 30% are
Satisfied 10% have neither/nor satisfied. 5% are dissatisfied and 5% are Highly dissatisfied.

Chart 4.12 Customer responds in availability of Milma products

Availablity of milma products

50
50
40 30
30
20 10
10 5 5
0
Percentage

34
 TABLE 4.14

CUSTOMER PERCEPTION IN SERVICE OF MILMA

Attributes No:of respondents Percentage

Highly satisfied 34 56.67

Satisfied 14 23.33
Neither/nor satisfied 7 11.67
Highly dissatisfied 3 5
Dissatisfied 2 3.33
Total 60 100

INTERPRETATION

The table presents the picture of customer perception on service of Milma. It clearly indicates
that around 56.67% of customers are highly satisfied on the cost of Milma and 23.33% are
satisfied and 11.67% of peoples have no opinions .The dissatisfaction level is around 5% and
3.33%are Highly dissatisfied.

Chart 4.13 Customer perception on service of Milma

Customer perception on service of milma

56.67 23.33 11.67
60 5
50
40 3.33
30
20
10
0 Percentage

35
 TABLE 4.15

CUSTOMER PERCEPTION IN BRAND ASSURANCE OF MILMA

PRODUCTS

Attributes No: of respondents Percentage

Highly satisfied 26 43.33
Satisfied 15 25
Neither/nor satisfied 9 15
Highly dissatisfied 3 5
Dissatisfied 7 11.67
Total 60 100

INTERPRETATION

The picture below shows the customer responds in brand assurance of Milma products. The
satisfaction level so received is 43.33% are Highly satisfied with the delivery of bills and
25% are satisfied. 15% stood on no clear opinion. The Dissatisfied level was 5% and also
11.67% are Highly dissatisfied.

Chart 4.14 customer responds in brand assurance of Milma products

Brand assurence of milma products

50 43.33

40

30 25
Percenta…
20 15
11.67
10 5

36
 TABLE 4.16
COMPARISON OF PRICE OF MILMA WITH OTHERS

Attributes No :of respondents Percentage

Cheap 11 18.33
Very cheap 17 28.34
Moderate 8 13.33
Costly 14 23.33
High costly 10 16.67
Total 60 100

INTERPRETATION

According to the survey 18.33% respond that Milma products are cheap and 28.34% stands
very cheap with 13.33% moderate. While 23.33% opinion was that it is costly and 16.67% is
with Milma products are high costly.

Chart 4.15 customer responds in comparison of Milma products

Price comparison of milma

30 28.34

25 23.33

20 18.33
16.67
15 13.33
Percentage
10

0
Cheap Very cheap Moderate Costly High costly

37
 TABLE 4.17
CUSTOMERS OPINION ON TASTE

Attributes No: of respondents Percentage

Very good 39 65
Good 7 11.67
Average 5 8.33
Poor 6 10
Very poor 3 5
Total 60 100

INTERPRETATION

According to the research the result though analyzed is 65% of customers say that Milma
products tastes very good and 11.67% was supporting with products are good and 8.33 %
average. While 10% stands with poor and 5% very poor. So we can analyze that Milma
products tastes are good.

Chart 4.16 Customer opinion on taste of Milma

Customer opinion on taste of milma products

70 65
60

50

40

30 Percentage

20
11.67 8.33 10
10 5

0
Very good Good Average Poor Very poor

38
 TABLE 4.18
CUSTOMER OPINION ON THICKNESS OF MILMA

Attributes No: of respondents Percentage

Outstanding 17 28.34
Excellent 15 25
Very good 12 20
Good 9 15
Satisfactory 7 11.67
Total 60 100

INTERPRETATION

According to the research the result though analyzed is 28.34% customers responded that the
thickness of Milma is Excellent 25% and very good, 20%responded that they are good .About
15% said that they are poor and 11.67% said it is Very poor. So we can analyze that Milma
products thickness are good.

Chart 4.17 Customer responds on thickness of Milma products

Respond on thickness of milma products

30 28.4
25
25
20
20
15
15
11.67 Percentage
10

0
Outstanding Excelent Very good Good Satisfactory

39
 TABLE 4.19
CUSTOMERS OPINION ON PURITY OF MILMA PRODUCTS

Attributes No :of respondents Percentage

Outstanding 17 28.34
Excellent 12 20
Very good 5 8.33
Good 13 21.66
Satisfactory 13 21.66
Total 60 100

INTERPRETATION

According to the research the result though analyzed 28.34% says that purity of Milma
products are Outstanding, 20% of customers opinion is they are Excellent and 8.33% very
good. while 21.66% stands with Good and 21.66% with satisfactory. So we can analyze that
purity of Milma products are good.

Chart 4.18 Customer opinions on purity of Milma products

PURITY
28.34
30
25 20 21.66
21.66
20
15
8.33
10
5
0 Percentage

40
 CHI-SQUARE

Chi square test is a test which explains the magnitude of difference between
observed frequencies and the theoretical or expected frequencies under certain assumptions.
This test was first used by Karl Pearson.

A measurement of how expectations compare to result. The data used in

calculating a chi square statistic must random, raw, mutually exclusive, drawn from
independent variables and be drawn from a large enough sample.

Goodness of fit test based on frequency of occurrence and used in determining

how well the data obtained from an experiment matches the expected data. Applicable both to
quantitative attribute and quantitative variable, it helps ensure the experimental results are
statistically significant and has not been caused by chance events.

(𝑂−𝐸)2
Chi square = ∑ 𝐸

41
 Test of Level of satisfaction among different gender

Ho: There is no significant difference in satisfaction level with respect to gender.

H1: There is significant difference in satisfaction level with respect to gender.

Table 4.20

Gender Total
Male Female
Satisfied 18 30 48
Not satisfied 5 7 12
Total 23 37 60

Calculation of Chi square:

O E O-E (O-E)2 (O-E)2/E

18 18.4 -0.4 0.16 0.009
30 29.6 0.4 0.16 0.005
5 4.6 0.4 0.16 0.034
7 7.4 -0.4 0.16 0.022
Total 0.07

Degree of Freedom (C-1) (r-1) = (2-1) (2-1) =1

Level of significance is 5%

Table value is 3.841

Interpretation

Calculated value is less than the table value. So, we accept the null hypothesis.

So, there is no significant difference in satisfaction level with respect to gender.

42
SUMMARY

To understand the multi dimensions of marketing technique of Milma products, the study has
been conducted by collecting primary data from 60 customers. To support the analysis, it is
mainly based on the observation. The study has also considered the secondary data from
various sources. For getting the ultimate result from the collected information, various
statistical and mathematical tools were also used in this study

Presentation of the report has been visualized in such a way that, the first chapter provides an
introduction, statement of the problem, objectives, significance of the study, limitations of the
study and the chapter plan.

The second chapter contains review of literature and theoretical view of marketing
techniques. The third chapter deals with the industrial and company profile of the products.
Fourth chapter deals with data analysis and interpretation and last and fifth chapter consists of
the summary, findings, suggestions and conclusion of the research.

43
 FINDINGS

 The quality of the Milma products is highly satisfied among the 68.33% of the customers.
 There is not much difference in satisfaction level of Milma products with respect to
gender.
 The study observe that the customers show satisfaction on the quality parameters of the
Milma.
 The communication in price changes by Milma creates a satisfaction among the
customers around18% of the customers are satisfied.
 The service offered by Milma is satisfied among the customers.
 The opinion towards the response of Milma in significant changes creates dissatisfaction
among the customers. 1.67 % of customers are dissatisfied.
 Most of the customers given priority to the milk, curd and ghee respectively.
 Milma products was mostly used by customers given priority to the milk , curd, ghee and
sambharam.
 58.33% of customers are responds milk is commonly seen the market.
 The prices of Milma products is satisfied by 35% of customers.
 30% of customers are Agree with the availability of Milma products at the right time.
 The services offered by Milma is Neither/nor satisfied among the 11.67% of the
customers.
 11.67% customers agree that Milma tastes good.
 The promotional tool simple mented by Milma is strong enough to promote the products
of Milma 38.44% of customers agree on this.
 The distribution channel of Milma products is satisfied among the customers 36.67% of
customers are Wholesalers on this.
 Professional approache maintained by Milma on meeting needs is satisfied by the
customers 36.67%.
 The brand assurance of Milma creates a satisfaction of 25 % among the customers.
 A Milma product is cheap in its rate while comparing to other products.

44
 SUGGESTIONS

 Milma should modify their products according to the customers opinion

 The promotional policies issued by Milma should be reviewed increase the scope.
 The quality parameters especially thickness should be increased
 The service offered by Milma is to be increased so as to promote products.
 More attention should be given to handle the grievances of the customers
 Professional approach maintained by the Milma is to be increased
 The brand assurance is comparatively low, so necessary step should be taken to
increase.

45
 CONCLUSION

ln the era of globalization and liberalization ,foreign milk products are also available in
Indian market. So this industry is in the stream to compete with the multinational companies.
At present there is a competition between other states because the production cost is high in
Kerala and leads to higher price, but in other states as lower cost of production makes them
to enter into Kerala‟s market easily. One of the main threats to milk industry of Kerala is
that this affects the source of regular income to farmers.

However with the activities of the Milma , the milk production in Kerala is growing fast,
cattle rearing also help to solve unemployment in villages partially. .Through the study of
market techniques it only included the customer perceptions of the Milma product and
promotional tools are identified and studied. Still there are many areas such as overall
marketing strategies, product innovation strategies and many other areas have been left out
from the preview of the study. These areas can be further explored as a scope for further
research.

46
 BIBLIOGRAPHY

 http://kcmmf.in
 http://www.malabarMilma.com/page/ourunits
 http://m.economictimes.com/topic/MILMA
 Marketing Management Test Book
 Milma.com

47
 QUESTIONNAIRE

Dear respondent,

I, SIJAS currently pursuing my M.COM course in Sahya Arts and Science College
Wandoor. As a part of curriculum, I am required to do a project work. I will be very pleased
if you could kindly spend few minutes for filling up the questionnaire. Whatever information
provided by you will be kept confidential and used for the purpose of my study.

1. Name
2. Gender Male female

3. Age: Between17-21 22-30

Above 31

4. Occupation
Govt. employee profession
Business others

5. Marital status
Married unmarried

6. Qualification:

a) Below SSLC
b) SSLC
c) PLUS TWO
d) GRADUATE

48
7. Income:
a) Below 5000 b) 5000 – 10000 years

c) 10000- 20000 d) Above 20000

8. What is your opinion about quality of Milma product?

a) Highly satisfied
b) Satisfied
c) Dissatisfied
d) Highly dissatisfied

9. What is your opinion in setting prices of Milma?

a) Highly satisfied
b) Satisfied
c) Dissatisfied
d) Highly dissatisfied

10. What is your respond in significant change in Milma?

a) Highly satisfied
b) Satisfied
c) Dissatisfied
d) Highly dissatisfied

11. Which product you more prefer in Milma?

a) Milk
b) Curd
c) Ghee
d) Others

49
12. Which Milma product was mostly used by the customers?

a) Milk
b) Curd
c) Ghee
d) Others

13. Which Milma product commonly seen in market?

a) Milk
b) Curd
c) Ghee
d) Others

14. What is your opinion of communication in price change of Milma?

a) Highly satisfied
b) Satisfied
c) Dissatisfied
d) Highly dissatisfied

15. What is your view on promotional tools of Milma?

a) Strongly agree
b) Agree
c) Disagree
d) Strongly disagree

16. What s your view on distribution channel of Milma?

a) Wholesalers
b) Retailers
c) Agent
d) Customers
e) Producers

50
17. Opinion about Milma‟s professional approach on meeting needs of consumers?

a) Highly satisfied
b) Satisfied
c) Dissatisfied
d) Highly dissatisfied

18. What is your opinion in perception in price of Milma?

a) Highly satisfied
b) Satisfied
c) Dissatisfied
d) Highly dissatisfied

19. What is your opinion about availability of Milma product in your locality?

e) Strongly agree
f) Agree
g) Disagree
h) Strongly disagree

20. What is your opinion about service offered by Milma?

a) Highly satisfied
b) Satisfied
c) Dissatisfied
d) Highly dissatisfied

21. Opinion about brand assurance of Milma product?

a) Highly satisfied
b) Satisfied
c) Dissatisfied
d) Highly dissatisfied

51
22. What is your opinion about taste of Milma products?

a) Very good
b) Good
c) Poor
d) Very poor

23. What is your opinion about price of Milma compared with others?

a) Very cheap
b) Cheap
c) Costly
d) High costly

52